LOT #42073 |
Sold on Jul 25, 2024 for: Not Sold
Nike Early Marketing Display Concept Artwork (1973)....
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Description
The Genesis of the Nike Brand
The earliest known marketing concept of the fledgling athletic footwear company whose brand identity with iconic Swoosh logo would become part of Americana and recognized around the world.
Nike Early Marketing Display Concept Artwork (1973). Ink,
pencil, watercolor, and marker on illustration board measuring (24
3/8 x 18 1/2 inches), this illustration is the earliest known
concept for a Nike marketing display. Signed and dated in pencil by
artist Kevin West on the verso, "K West 73" for Portland-based
design firm Color & Design Inc., with "Color & Design Inc." stamps
on the lower left corner and labeled "Blue Ribbon Sports /
Two-Story 20' x 20' Display" at the lower right. Nike commissioned
Color & Design Inc. to create an exhibit space concept to help
launch the brand to the public. Nike, formerly known as Blue Ribbon
Sports (BRS), ended its partnership with Onitsuka Tiger in 1971
after a series of disagreements. After the split, BRS needed a new
brand identity and name, and in 1971 the company became Nike,
inspired by the Greek goddess of victory. The now-iconic Swoosh
logo, created by graphic design student Carolyn Davidson, debuted
on June 18, 1971, and was incorporated into Nike's advertising and
marketing campaigns. The Nike Cortez was officially released during
the 1972 Summer Olympics in Munich, and quickly became a huge
success for its comfort, durability, and distinctive design.In 1973, the same year this marketing display artwork was created, Nike's athlete endorsement strategy began gaining momentum by sponsoring its first track athlete, Steve Prefontaine, a middle-distance runner from the University of Oregon. Prefontaine was personally recruited by Nike co-founder Bill Bowerman, who was also his track coach at Oregon. The company began investing more in advertising and marketing campaigns, and, that same year, Nike launched the Blazer basketball shoe, named after the Portland Trail Blazers, Nike's hometown NBA team. The shoe was worn and made popular by NBA superstar George Gervin, nicknamed "The Iceman" for his understated and cold-blooded gameplay. Interestingly, the "NIKE" wordmark, in all caps, was not adopted until 1976. Up to that date, the letters spelling "Nike" were all lower-case and in cursive script, but artist Kevin West clearly drafted the logo in an italicized all-caps format for this 1973 conceptual artwork. Kevin West worked at Color & Design Inc. from 1972-75. In 1987, he began working for PPI (Promotion Products Inc.) which was known at the time as one of the best design firms in Portland. Over the decades, West worked with many leading companies to produce displays and exhibitions, including Coca-Cola, Adidas, and Nintendo.
This illustration is the earliest known concept for a Nike marketing display to appear at auction. An extraordinary artwork reflecting the genesis of one of the world's most recognizable brands.
Condition: Light toning and some minor ink bleed. Closed tear (approximately 3 3/4 inches) from bottom margin just touching illustration, repaired on verso with tape.
Provenance: From the estate of the artist Kevin West.
Auction Info
2024 July 25 Historical Platinum Signature® Auction #6294 (go to Auction Home page)
Auction Dates
July, 2024
25th
Thursday
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